In today’s digital world, we are becoming increasingly dependent
on the internet for the fulfillment of our needs. Whether we are planning
a holiday or buying a plasma television, we increasingly rush to the
internet to gather product information and shopping discounts. While
consumers are becoming dependent on search engines like Google, Yahoo
etc., marketers have developed savvy methodologies to fully exploit their
advertising capabilities.

One of the most effective tools of Internet marketing is the use of
keyword articles. The word or phrases used in online searches are called
keywords. Increasingly, any website that hopes to draw traffic and sales
towards it, has come to employ the use of strategic placement of keywords
or phrases on its pages. There are different types of keywords. Some
are purely for academic use example, ‘Articles on Shakespeare’s
Macbeth’. Others signify the preliminary research conducted by
a consumer before undertaking a major purchase decision. For example:
conducting research on the price-point and features of mp3 players. However
for internet marketers, most important are those keywords which actually
translate into a sale or money transaction.

When a user types in a keyword into a search engine, the engines employs
an ‘algorithm’ to sort out the most relevant web pages from
its database and rank them in an order dependent on utility (which the
engine determines) and then displays them. Type in ‘motorized lawn
mowers’ and the search engine will display literally thousands
of sites for your perusal. It is here that strategic keyword placement
really pays off. It optimizes the text of a website for any of the major
search engines. This results in a much higher-ranked listing and increasing
the likelihood of the page being viewed by the consumer.

Thus choosing the right keyword is of the utmost importance. It is imperative
to conduct proper research for your keyword. Guided by your instinct
you might commit the folly of selecting a wrong keyword. Think like your
targeted consumer, what is their methodology in approaching a service
or product offered by your website. It is not useful cram the first page
your website with numerous keywords because search engines do not operate
in that manner. A much better strategy is to separately optimize each
page because search engines rank pages on the basis of a rich and relevant
content coupled with an effective use of good key words.

Avoid extremely general keywords, for example, ‘big screen television’.
It is important to realize that consumers are highly selective about
their own searches. So a much better keyword would be ‘Sony big
screen plasma television’. Similarly websites targeting local area
traffic should use specific regional markers to reach their customers
(like ‘realtors in salt lake city’).

The keyword should be placed in the page title, sub-titles and dispersed
in the content of the web copy. The keyword can also function as a link
to your site from some other relevant website. A search engine specially
looks in these locations to determine display ranking. By the strategic
employment of keywords, marketers can effectively optimize their sales
potential.